#Japan #Tokyo #K-Beauty #BRAYE #Melting Lips

BRAYE Unveils New Melting Lip Plumper

The excitement is brewing in the beauty community as 100% subsidiary of I.K. Holdings, Food Cosme Co., Ltd. announces the launch of the latest lip product from the South Korean makeup brand, BRAYE. The Melting Lips Sweet, known for its delectable texture and plumping properties, is set to hit shelves and online stores from October 11, 2025, with availability expanding across Loft and PLAZA locations. This innovative lip treatment promises to offer users beautifully coated and irresistibly glossy lips.

A New Concept in Beauty
BRAYE introduces a fresh perspective on beauty with its philosophy of "ROUGH BEAUTY," blending fashion-forward aesthetics with functional cosmetics. The Melting Lips Sweet epitomizes this concept by providing lips with a soft, voluminous finish that is both stunning and comfortable. Each shade offers a sheer color payoff with impressive depth when layered, ensuring that wearers can achieve a unique look tailored to their personal style.

The Melting Lips Sweet isn’t just about looks; it boasts an exceptional formula that lasts throughout the day. Infused with over 20% moisturizing beauty serum ingredients, it hydrates the lips without making them feel sticky, ensuring that they glide on smoothly and shine like never before. The glossy finish has been compared to the lustrous appearance of glazed glass, giving lips a fuller and more alluring appearance while enhancing their natural beauty.

Product Information
Available in 7 gorgeous shades, the Melting Lips Sweet comes in a 1.6g size priced at ¥1,650 (including tax). Each shade is designed to address diverse preferences, from subtle nudes to vibrant pinks:

• - 01 BARELY: Sparkling glitter with a transparent gloss finish
• - 04 MAUVRIT: Soft pale lavender with muted tones
• - 05 LAZY NUV: Delicate nude coral perfect for minimalists
• - 06 DUSK ROSE: A beautiful blend of reddish-orange and brick-yellow hues
• - 07 DOLCE: A muted beige brown that exudes sophistication
• - 08 FOG PINK: A soft pink with a neutral undertone
• - 09 ALLURING: A lively pink coral mixed with rose for a vibrant look

Applying the Lip Plumper
Each application of the Melting Lips Sweet offers a unique experience, thanks to its melt-in texture and glossy finish. For best results, users are encouraged to layer the product to amplify its transparency and achieve a deeper, richer hue. This thrilling lip option ensures versatility and ease for daily use, making it a must-have for your cosmetic collection.

Where to Buy

The Melting Lips Sweet will be available for presale at designated Loft and PLAZA locations starting from October 11, 2025. However, please note that availability may vary by store, so customers are encouraged to check local inventories or online options ahead of time.

About BRAYE

Launched in May 2024, BRAYE vows to reflect understated yet impactful beauty. With its commitment to stylish and functional cosmetics, BRAYE continues to bring cutting-edge K-beauty innovations to the market. The company is dedicated to cultivating a loyal fan base through direct store operations and the distribution of K-beauty products among varied outlets.

For further updates and to explore their offerings, follow BRAYE's journey on Instagram.

Company Overview

• - Name: Food Cosme Co., Ltd.
• - CEO: Yuuki Iida
• - Address: 1-7-3 Ginza, Chuo-ku, Tokyo 104-0061, Japan
• - Established: June 1, 2009
• - Capital: ¥45 million
• - Employees: 55 (as of May 2024)
• - Business Fields: Distribution of SKINFOOD cosmetics (official distributor in Japan) along with various other K-beauty brands.

For media inquiries with respect to the press release, please contact the Food Cosme Public Relations Office. For product-related inquiries, reach the customer service hotline.